Skift Meetings Podcast

Ronny Coombs, a graduate of George Mason University, is exhibits manager for the American Society of Nephrology (ASN). Her main focus is Kidney Week, a medical conference that attracts 14,000 attendees and, on average, 170 to 200 exhibitors annually. Pandemic Pivot During the Covid shutdown, the ASN didn't cancel its events, just the in-person component. “Doctors still need their education and research was still happening. We had our first virtual event in November of 2020, which was difficult in another way. We were trying to learn how to suddenly become a technology expert and a user experience designer and all these other things that I had never had to do before. We really lucked out. I mean, our event went off really well,” said Coombs. “It was just a whole other different kind of difficult, it was a rough couple of years for everybody in our industry.” Impact of Visa Issues Historically, 40% of Kidney Week attendees are international. At present, that number is in the high 30%. Coombs says this is a result of visa issues. “The wait times right now are prohibitive. People can't get here,” she says. No Replacement for In-Person Events Doctors could attend virtual events during the pandemic and get their certifications. “But we found attendance at the virtual sessions was really low, whereas in person, we have rooms overflowing,” she says. AI is the Future “If you look at where we were as a society 60 years ago versus today and what that will look like over the next 20 or 30 years, the growth that'll happen, I think it's fun to watch, and I am excited to be a part of it,” she says. “I've enjoyed specifically the impact that AI has had on our industry, and me as well.” She uses it to help her with creative blocks. “AI is not going to replace us, but it is a really good space for inspiration, and that's how I typically use it,” she said. Sustainability Coombs witnessed the focus on sustainability slowing during the pandemic, but she is heartened by the recent shift back. “It's super important to me, in both my personal and professional life, that I'm being cognizant of the health of our planet,” she said. The Taylor Swift Effect Coombs has been a Swiftie since she was 15 years old. “I admire her tenacity so much. Her refusal to accept being shut down or being told this is the way that things are going to be. She's such a strong, willful individual, and she just doesn't allow herself to be muted. I've taken that a lot into my life in moments where I may have stayed quiet or allowed someone else to make a decision for me,” she explained. Swift’s ability to make her fans special is something Coombs emulates in the events she plans and in her relationships. Importance of Mentors While a student at George Mason, Vicki Johnson of Vicki Johnson & Associates, which has since been acquired by Cypress Planning Group, was a guest speaker. At the end of her talk, Johnson shared her business card to continue the conversation. Coombs took advantage of the offer, and Johnson became her mentor, helping her land her first job in the industry.

In this special bonus episode of The Skift Meetings Podcast, Skift CEO Rafat Ali is joined by Skift Meetings Executive Editor Andrea Doyle and Head of Events Programming Brian Quinn to discuss the current state of conferences. Prompted byAli’s LinkedIn post critiquing the lack of thoughtful programming, attendee experience, and speaker supportat conferences, the panel explores the importance of content in driving successful events. They emphasize that while logistics and technology have improved, the core issue remains the quality of on-stage programming. Ali and the team highlight the need for event organizers to prioritize speaker experience and content curation, noting that effective conferences should focus on delivering valuable insights and fostering networking opportunities. They also discuss the role of experiential elements and the necessity of creating an engaging atmosphere to make conferences more appealing and beneficial for attendees. The trio wraps up the conversation with reflections on the evolving events landscape and the continuous need for innovation and thoughtful execution in conference planning.

Helen Bassett is senior vice president of Live and Events for Dow Jones andThe Wall Street Journal. Working hand-in-hand with theWall Street Journal’s newsroom helps Bassett and her team identify what, and who, are making the biggest waves regarding how we live, work, and play. We discussed the upcoming the sixth iteration of theFuture of Everything Festival, an event where industries, innovators, and ideas intersect.It's three days of concurrent sessions and experiences happening on multiple stages, with this year's focus on key issues around mobility, artificial intelligence, equality, and sustainability. Right Place at the Right Time When she set out on her career path, Bassett wasn’t familiar with the world of business events. Her first stop was a marketing role at one of the UK’s leading radio stations where she learned the value of events and their power in connecting audiences. Then it was off to Sydney where she took a short hiatus from the media industry, working at more consumer-facing brands and not-for-profits. An opportunity to head up the events team at Dow Jones andThe Wall Street Journalhad her packing her bags and moving to New York City, where she resides today. Sustainability With a focus on making less of an impact on the environment, creating set pieces for the festival made from sustainable materials that are then donated is important. For example, last year’s stage backdrop is now a sunshade for a community garden in Brooklyn. In addition, the stage iself is part of the garden as well. Inspiration The Cannes Lions International Festival of Creativity is an event that inspires Bassett. “There are so many brands there activating and telling their story experientially in different ways. And I think it's so interesting to see what other businesses think is cutting edge and how they tell their story,” she says. Many event planners attend the Future of Everything Festival for inspiration. From its design to its thought leaders, many call it a journey of transformation.

TimothyGlanzer, CMP, is the founder and CEO of Elevated Meeting Solutions. A former banker, he spent three decades working in various MGM Resorts International properties in Las Vegas before founding his company. A full-service meetings and events company, Elevated helps with sourcing and planning gatherings for as few as 25 to around 180,000 who gather in Las Vegas for CES, theworld’slargest tech event. Las Vegas as an Events Destination Based in Las Vegas, Glanzer has watched the city grow into a sports and entertainment capital, including being the main stage for Super Bowl LVIII, the city's first time of hosting.This came months after the city hosted it's F1 event, with Glanzer and his team producing an experience for 650 VIPs duringF1last year in Las Vegas. Wellness a Must-Have Self-care is not something Glanzer takes for granted. Wellness must be a priority, not a side conversation, he says.His company has created the Elevated Wellness platformwhichis a360-degree immersion of the senses designed to provide a healthy meeting environment. Glanzer Leadsby Example When Glanzer brings on a new team member, he stresses the three Vs— your voice, vision, and value.“There'sno greater asset than your teamandyou really have to put in the effortandit takes timeandyou have to prioritize your time around them,”he says. Being Accountable Glanzer hasbotha personal and professional advisory board from all walks of life. He reaches out to his professional advisory board all the time on anytype ofdecision regarding Elevated. Another advisory board helps him in his personal life. Glanzer has a long tenure of involvement in the meetings and eventscommunitywhere he has been a CMP since 2000. He currently sits on the EIC CMP Governance Committee as Past Chair, is part of the SITE Mountain West Chapter Events Committee, and is active in the UNLV Hotel School Mentor program.

Bonnie Grant is the executive director of PHL Life Sciences, a division of the Philadelphia Convention and Visitors Bureau (PHLCVB). She is proud of her work in helping Philadelphia generate economic impact and employment opportunities. Her role involves sales and supporting associations in planning their meetings, including site visits and media strategies. She is passionate about connecting the life sciences and hospitality in her hometown. Grant began her career in higher education as a public relations professional, where she helped recruit students and position educational institutions. She then moved on to work under two mayors for the city of Philadelphia, where she was responsible for special events, festivals, and parades. She also worked for the Philadelphia Eagles, running community initiatives and events for a few years. Eventually, she joined the Philadelphia Convention and Visitors Bureau, specifically for their Business Development Division for PHL Life Sciences. Her role there is to market the city as a destination for life sciences meetings. Life Sciences' Unique Challenges While life sciences is a popular sector for destination marketing organizations to focus on, Philadelphia has taken it up a notch by creating a separate division complete with an advisory board. PHL Life Sciences not only promotes the city as a meeting destination but also highlights the advances of the local life sciences community. The scope of life sciences is broad, as is the range of associations that run meetings in the city. From citywide conferences led by professional teams of planners to smaller meetings run by volunteers or assistants, PHL Life Sciences is there to help. Unique Destination Opportunities Grant enjoys bridging life sciences and hospitality and seeks more opportunities to showcase the city's assets to attendees and leadership. Where possible, she pushes for dedicated sessions to explore the destination's offerings. One of many venues she invites attendees to explore is the Barnes, a museum and education space that houses the impressive collection of impressionist art collected by Dr. Albert C. Barnes. Dr. Barnes co-invented the antiseptic Argyrol and later became an art collector and sponsored artist William Glackens to purchase art in Europe. Looking to the Future Grant is confident that Philadelphia will remain a premier destination for life science meetings and events. She will continue actively looking for ways to streamline the RFP and destination selection processes. PHL Life Sciences is focused on connecting local resources with scientific minds and removing logistical challenges so that meetings and events in Philadephia can be memorable experiences.

Not many can say they grew up in the events industry, but Gregg Talley can. He has been at it for more than four decades. Gregg H. Talley is the chief executive officer of Talley Management Group, an association and event management firm that works with U.S. national global associations. Talley also has an affiliated association and event management firm in Africa. With a degree from Georgetown University’s School of Foreign Service in International Relations, he utilizes those skills to manage and consult with national and international organizations and boards. Talley has personally managed hundreds of events globally for associations, societies, corporations, and fraternal organizations. One of his largest convention events is the 50,000+ attendee International Convention of Alcoholics Anonymous. All in the Family Talley’s father, who had been a 25-year employee of Mobil Oil, was contacted by a high school classmate who was publishing major medical journals. He was also tasked with managing their associations. This led to him starting one of the earliest association management companies, and Talley remembers dinner conversations focused on its inner workings. While attending college in Washington, D.C., Talley helped out whenever the company that had become the largest medical association management company in the country was running an event in town. The Value and Impact of Business Events Meetings and conventions have a huge global impact, both economically and socially. Talley describes the industry’s evolution from contracts jotted down on the back of napkins to today when a 25-page contract for a small meeting is not unusual. Global business is one of Talley’s focuses. Talley highlights the social impact of associations and events and advocates for transformational change, economic development, and social progress, particularly in underserved communities and regions. One Voice Talley expresses his frustration that the industry hasn’t come together to speak with one voice globally. AI The prevalence of AI is forcing companies to define why they exist, he says. People are Attending Less Events Attendees are more discerning about the events they attend. What surprises him is that there is no more focus on event redesign with this fact in mind. Data Mining Talley believes the industry is not mining enough data to understand the audience and their wants. Global Strategy Talley sees one of the defining issues for the industry as being how the Global North and South are integrated. The need for a global pricing strategy to address disparities and promote inclusivity across different regions is discussed, reflecting the importance of equity in event planning. Leadership qualities, including curiosity, accountability, and building human connections and communities, are important to Talley, as is fostering a culture of learning and innovation.

Joe Rivers is the director of experiences and partnerships for Czarnowski Collective, a group of studios that have come together to provide event production, fabrication, and trade show agency services. Rivers discusses his journey as an event professional, starting as a brand ambassador and tour manager before transitioning into business development. He emphasizes the importance of experiential marketing and the value it brings to brands and agencies. Rivers also talks about event planning, production, and execution and the importance of engaging all five senses in experiential activations. His travels also influence the experiences he creates as he has explored 29 countries and 36 states. Rivers believes that events will become more focused on individual experiences and that brands will continue to hold their own events to create a stronger connection with their audience. He also discusses the impact of AI on the industry, the challenges of sustainability, and the importance of gratitude, patience, and adaptability in leadership. Chance Led to Events Industry Serendipity is how Rivers is connected to the events industry. He landed a job as a brand ambassador for Budweiser, working with the Clydesdale horses. He also was a tour manager for Cupcake Vineyards Wine and manned a mobile bar with its wine on tap that would be set up at food and music festivals. In 2019, he transitioned into the business development side of events. The Importance of Why He shares his experiences with others, highlighting activities that impress him and explaining why. At this year’s SXSW, he was taken by Tide Detergent’s activation, which featured a bar themed around Tide’s newest product, a fiber tile called Tide Evo. The experience invited guests to touch and feel the product simply but creatively and effectively. Risk Can be a Good Thing As the industry evolves, Rivers predicts events will continue to be geared toward individual experiences. In addition, brands will increasingly create their own events. An example is Tesla, which has owner events. If he could change one thing in the industry, it would be risk-taking. According to Rivers, events should stir four emotions: love, fear, hope, and nostalgia. Gratitude is another emotion that has helped Rivers.

Visit Phoenix is redefining its role in the community. It is positioning itself as a key player in economic development through strategic storytelling and event management. Lorne Edwards, chief sales officer at Visit Phoenix, highlighted the organization's commitment to driving visitation and showcasing Phoenix's unique cultural narrative. Behind the Scenes of the Super Bowl Hosting the Super Bowl required extensive preparation behind the scenes, making it the standout experience for the Visit Phoenix team. Edwards recounted the emotional impact and pride of executing such a prestigious global event, emphasizing the meticulous planning involved. Shifting Planner Conversations to Intellectual Capital The dialogues between Visit Phoenix and event planners have evolved significantly. There is now a greater emphasis on intellectual capital and immersive experiences over mere logistics. Jane Vukovich, director of destination services at Visit Phoenix, agreed that integrating the destination's culture and intellectual strongholds into events has become a priority. Collaboration Is Key Reflecting on the pandemic's impact, Edwards expressed the necessity for enhanced collaboration within the meetings industry, calling for transparent conversations and joint efforts to elevate the industry's profile. The goal is to foster partnerships enabling the city to leverage its intellectual and cultural assets during events fully. Through innovative storytelling, attention to detail in massive undertakings like the Super Bowl, and a shift towards integrating intellectual capital into events, Visit Phoenix sets the bar for destinations eager to make a lasting impact on visitors and residents alike.

Rob Adams, the CEO and owner of Bishop-McCann, has a storied career that took a dramatic turn from a 12-year stint at tech giant Microsoft to the helm of a premier events company. Adams' transformation journey reveals some profound insights he's gathered along the way. From the simple yet profound mission of creating joy to savoring unique experiences and benefiting from the mindset shift of younger generations, Adams sees a bright future for the meetings industry. From Tech to Events Adams started his career in events with a remarkable transition from a 12-year tenure at Microsoft. Adams enlightened listeners with his decision to shift gears, a move that left his colleagues perplexed. Adams' rationale for such a change was steeped in potential rather than just parties. Creating Joy Bishop-McCann's mission statement — 'We create joy' — might seem simplistic in wording, yet it embodies the company's profound impact on its clients. Adams stressed the significance of this mission and emphasized the pivotal role of joy. Savouring the Experience Adams also revealed a personal practice he maintains during events: taking a solitary moment to create a "mental picture" capturing the essence of the gathering, a practice that encapsulates the fleeting beauty of human interaction and celebration. Events: A Trilogy of People, Moments, and Memories Adams eloquently distilled the essence of events into three elements: people, moments, and memories. This philosophy underscores the sensory richness of events, an experience Bishop-McCann strives to perfect. By accentuating the individual attendee experience, Adams envisions a future where events are tailored to create lasting, positive impressions for each participant. Generational Influence: A Forward-Thrust for Industry Change According to Adams, younger generations have become catalysts for transformative change across the meetings industry. Their demand for balance, transparency, and defined career development have become benchmarks that benefit all workers. Bishop-McCann has embraced these changes, instituting policies like unlimited vacation, which Adams acknowledges were "influential" and accepted as a boon by all age groups within the corporation. The Benefits of Competitor Collaboration Adams wished for the meetings industry to emulate the collaborative spirit demonstrated during the COVID-19 pandemic. Encouraging an open exchange of ideas among competitors could, in Adams' view, drive collective improvement and innovation within the industry, a sentiment that resonates with Bishop-McCann's inclusive and progressive ethos.

What does it take to thrive in the high-stakes realm of event planning? Gianna Gaudini, a seasoned event strategist with a dazzling track record, divulges her insider knowledge on steering a purposeful career course, educating the next wave of event maestros, and why a sommelier certification could be more useful than you'd think. It's not all spreadsheets and venue bookings; Gaudini argues that self-preservation isn't just a buzzword — it's a business strategy. She makes the case that in the fast-paced world of events, personal well-being is not just beneficial but crucial for long-term success. A Deliberate Path to Success Gaudini did not stumble upon her career by chance. With a career spanning over two decades and involving powerhouses like Google and SoftBank Vision Fund, Gaudini emphasizes the importance of an intentional approach to professional growth within the industry. By setting clear objectives and persistently learning new trends, such as integrating AI into events, she illustrates the blueprint for intentional career progression in event planning. Educational Offerings In 2019, Gaudini published The Art of Event Planning, hoping to craft a resource that would be both instructive and engaging. Not resting on her laurels, she expanded her teachings into a course in 2021 — an "evolution" of the book adapted to new challenges post-COVID. This course*, designed with real-world applications, bridges the gap for those aiming to advance their event planning expertise. *(Use code GiannaVIP at checkout for a special discount) Seeking Complementary Skills Gaudini's advice stretches beyond the boundaries of conventional event planning. She has a Court Master Sommelier certification and an interior design certification. These alternative skills amplified her event planning capabilities and enriched her ability to connect with various aspects of her work. Emphasizing that such certifications can complement careers in event planning, she advocates for dynamic, interdisciplinary approaches to professional development. Staying Cool Under Fire Stress is a familiar companion in the event planning industry. Yet, Gaudini masters calm under pressure, turning potential panic into a razor-sharp focus on solutions. She recounts pivotal moments of crisis management with high-profile figures and the eleventh-hour changes she successfully navigated. She believes in the power of a positive attitude and a strategic mindset to pull through challenging situations. Conversing with Corporate Giants Gaudini shines a light on the art of corporate communication, especially when dealing with C-suite executives. Learning to speak at the "right altitude" — focusing on the overarching business impact rather than the minutiae — has been key to her success in convincing leadership of an event's value. The Essentiality of Wellness in Event Planning Asserting self-care as a strategic move, Gaudini emphasizes the significance of wellness in the industry — for both planners and attendees. Adequate sleep and self-care, in her view, are not luxuries but necessities that enhance performance and result in better-crafted events. For her wellness is essential for personal health and professional excellence.